"A lot of people want to be on trend — trend changes often —so there's a lot of opportunity to make it more affordable," DeLuca said. "This is an opportunity for the brand to showcase how it's different and how it's evolving."

While offering the basic affordability, Kmart is also trying to spice up how it presents its actual products.

The other challenge that Kmart is working on is getting the attention of the fashion community as a legitimate, trendy retailer.

"It's one thing for Kmart to say, 'Hey, we have fashion that's trending and cool now" and another to get the fashion community together," said Leslie Hall, president of ICED Media, which does digital marketing for Kmart.